Penfolds is returning to the Birdcage in 2024 – kicking off the Melbourne Cup Carnival with Penfolds Victoria Derby Day on 2 November.
Inspired by the limited release ‘Holiday Collection’ designed by Penfolds Creative Partner Nigo, the Penfolds Marquee will bring an experience to guests in honour of the brand’s 180th anniversary year milestone.
Following last year’s under the sea theme, the marquee creative will feature a bold, two-toned square Holiday motif in a repeated horizonal and vertical pattern that has no end – a symbol of eternity and prosperity. It will house the longest bar in The Birdcage, spanning 14 meters, and will offer an array of wines from The Penfolds Collection including Bin 51 Eden Valley Riesling and Bin 407 Cabernet Sauvignon.
Signature cocktails will also be served, including a ‘Holiday Spritz’ and ‘Negrosé’ that will pay homage to the Marquee’s design, as well as the ‘389 Sour’, infused with Penfolds Bin 389 Cabernet Shiraz.
Guests will also be able to enjoy an intimate food and wine pairing in the ‘Tasting Cube’. Curated by Scott Huggins (above), Director & Chef at Penfolds Magill Estate Restaurant, guests will sample a taste of the newly released Penfolds Grange 2020 with a perfectly curated bite.
Taking the appearance of a sweet dessert, the savoury dish is designed to surprise and delight guests as they move through each layer.
Outside the ‘Tasting Cube’, guests will indulge in a curated menu selection including Pork Tonkatsu Croquettes with Sour Plum Sauce and White Miso Baked Barramundi with Salmon Roe and Garlic Aioli.
Guests will also be gifted a ‘Venture Beyond Silk Twill’ featuring bespoke artwork from Australian Artist, Rikki Day. Known
for her minimalistic artworks, the tri-colour creation nods to the black and white colour code synonymous with Penfolds
Victoria Derby Day, accompanied by a pop of Penfolds red.
Penfolds Chief Marketing Officer Kristy Keyte said: “The Penfolds Marquee will be the first global activation integrating the ‘Holiday by Nigo’ creative and promises an engaging and disruptive experience for our guests unlike anything they have experienced with Penfolds before.
“In our 180th anniversary year, we are excited to once again showcase innovative and immersive guest experiences that are grounded in curiosity.”
Outside the Penfolds Marquee in The Birdcage, selected guests will have the opportunity to experience the Penfolds
Secret Bar, a unique activation available only to those selected by designated hosts roaming in the Birdcage. Access to
the Penfolds Experience will be granted to guests who are able to reach 180 by rolling a set of dice, and inside, they
can select either a red or white wine card, leading to a tasting experience and specialty food pairing in the bar’s ‘Red
Room’.
Visitors to The Birdcage will also have the opportunity to capture a photo at the exterior media moment at the base of the Marquee, also featuring Penfolds signature Holiday Motif. Upstairs, the Marquee’s terrace will once again feature sweeping views of the Betting Ring.
Away from Flemington, the ‘Penfolds Styling Suite’ led by celebrity make-up stylist Michael Brown will pop up at Crown
Towers for the second year, offering hair and make-up services to select guests, alongside a glass of the newly released
Penfolds Champagne Cuvée Brut NV.